Experiential Marketing & Merchandising

Business insights combined with customer engagement

What had started out as a traditional showcar program has been completely reimagined and renamed to an Experiential Marketing and Merchandising Program. This program has set the new standard for how to maximize value out of sponsorship, and out of an asset that comes along with it. Not only does this program rev-up fans at every market that it visits, it also provides active feedback on stock, traffic, promotions, opportunities and more. There are certain markets where we visit the same stores twice in one season to coincide with the NASCAR calendar. Those markets are not double counted below and the metrics shown are only unique market visits.

Bookmark this page to keep track of the team's progress throughout 2018. This site will be updated regularly after each event, staying current to make sure you have the information you need when you need it. If at anytime you have questions, feel free to leave us your email at the bottom of this page.

Engaging Walmart Customers Across the United States During 2018

Catching potential customers right before they buy is some of the most effective marketing that can be done. This is a wonderful platform to tell the product's story and tie to performance, leveraging primary sponsorship in motorsports. Our team not only educates and hosts incoming customers outside the store, but they also gather key insights from inside the locations to deliver valuable and actionable sales information to increase sales growth. This information ranges from local promotions being run, to competitive campaigns and ensuring that Shell and Pennzoil products are always properly displayed and merchandised.

Take a look at the map below where you can zoom in to each of the markets the program engaged. This interactive map is a great tool for you to get a sense of the diversity of reach captured through the year. You can also easily share or present the map right from this web page, using the tools in the top right. 

Top Business Insights To Date

2018 Market Insights:

• Pennzoil Synthetics implemented a price decrease in June

• Pennzoil Platinum Euro & Pennzoil synthetic blends are no longer sold in stores

• Pennzoil Pumps, Siphons & Marine Lower Unit Fill Pumps are now branded by Hyper Tough

• Quaker State took over the mid-tier market, edging out Mobil Super

• Rotella filters & Rotella ELC are no longer sold in stores 

2018 Competitive Data:

• Castrol created new bottle graphics on 5qt jugs of oil

• Chevron Havoline offered 6qt boxes of oil

• Pennzoil developed a new half pallet in September featuring the "Make the Switch" campaign with Pennzoil drivers Joey, Helio & Leah

• Rotella had new shelf talkers, using a Good-Better-Best graphic, including Rollback signs

• Super Tech created new 5 qt and 1 qt bottles, with new graphics

Mobil 

• New pricing tags that show pictures of the product, "only high mileage formula guaranteed to protect for 15,000 miles between oil changes"

• New shelf talkers that show the roll back price, "Guaranteed Protection for 10,000 miles between oil changes, 2x longer than conventional oil"

• New marketing campaign, “Go Beyond the Beaten Path: 10, 000 miles of protection , so you can drive farther with confidence”

• New shelf ads "#1 U.S. mechanic recommended motor oil." and "Text CAR to 55668 to find the right motor oil for your vehicle"

 2018 Oil Change Roll Backs:

• Q1/Q4-Pennzoil Platinum Full Synthetic & Pennzoil High Mileage

• Q2/Q3-Castrol GTX High Mileage/Castrol GTX Magnatec & Castrol Edge/Castrol Edge High Mileage